企业家经营失败后的自嘲行为对消费者企业评价的影响及机制  

The influence on the self-deprecation acts of entrepreneurs after business failure on the enterprise evaluation of consumers and its mechanism

作　　者：童泽林 郭犇 蒋陆婷 邵元海 万炜[2] TONG Zelin;GUO Ben;JIANG Luting;SHAO Yuanhai;Wan Wei(International Business School,Hainan University,Haikou 570228,China;Business School,Hunan University,Changsha 410082,China)

机构地区：[1]海南大学国际商学院,海南海口570228 [2]湖南大学工商管理学院,湖南长沙410082

出　　处：《海南大学学报（人文社会科学版）》2024年第2期120-128,共9页Journal of Hainan University （Humanities & Social Sciences）

基　　金：国家自然科学基金地区项目(71962007);国家自然科学基金重点项目(71832015);湖南省社会科学基金一般项目(19YBA081)。

摘　　要：企业家经营失败后,为重塑企业家形象,提高消费者对关联企业的评价,企业家采取自嘲行为是有效的应对策略。基于联想网络理论,企业家对失败经历的自嘲行为使消费者对企业家产生韧性感知,从而使消费者对企业产生积极评价。通过二手数据和实验研究,上述效应得到了验证,并发现消费者与企业关系范式的边界效应。具体而言,在消费者-企业家共有关系下,消费者会感到企业家的坚持与执着,从而对企业家产生韧性感知,并对关联企业作出积极评价。但在消费者-企业家交易关系下,该效应变得不显著。本研究为企业家失败后再次赢得消费者对企业的支持提供了管理启示。Self-deprecation is an effective strategy for entrepreneurs to re-shape their images and improve the evaluation of consumers after their business failure.According to the theory of associative network,consumers will have the perception of resilience on the entrepreneur,and further express their positive comments on the enterprise if he or she has the self-deprecation acts after business failure.This effect has been verified in the experimental investigation with secondhand data.A paradigm of boundary effect has also been discovered between consumers and enterprises.Specifically,the consumers will see the persistence and dedication of entrepreneurs in their communal relationship,which helps form their perception of resilience on the entrepreneurs to make positive comments.However,this effect is insignificant in the transaction relationship between consumers and entrepreneurs.This study provides managerial inspirations for the entrepreneurs to win the support of consumers again after the business failure.

关 键 词：自嘲 企业家韧性 关系范式 消费者企业评价 

分 类 号：F272[经济管理—企业管理]